Warner Music Group has divested EMP Merchandise, the major’s European rock and metal merchandise e-commerce retail operation.
EMP Merchandise has been acquired by global media, licensing and fan commerce company Whynow, whose announcement said that the deal marks a “major step in its ambition to build a global platform connecting artists, brands and fans”.
Whynow Media is a global media, licensing and fan commerce company connecting artists, brands and audiences through premium content, merchandise, e-commerce and community-led experiences. Through its growing portfolio of businesses, the company – founded in 2020 by Gabe Jagger, son of Sir Mick Jagger – said it is building an integrated platform that helps creators, artists and rights-holders deepen fan engagement and create new global commercial opportunities.
As part of the EMP transaction, Whynow is establishing a major European base in Berlin, creating a hub for the group's continued expansion across mainland Europe while its global headquarters remain in London.
EMP offers merchandise from dozens of rock bands and other acts, including Iron Maiden, Metallica, Slipknot, Linkin Park, Halestorm, AC/DC, Sleep Token, Evanescence, and many more.
Where many artists today work with four or five different partners, we're creating one integrated platform designed to help them build audiences, strengthen fan relationships and grow their businesses
Gabe Jagger
Terms were not disclosed for the Whynow deal. Warner Music Group originally acquired the merch operation in 2018 for $180 million from private equity firm Sycamore Partners. It confirmed its sale plans for the business in an SEC filing earlier this year, having already written off $70m of the e-commerce operation’s value from its balance sheet.
Founded in 1986, the company based in Germany operates one of Europe's largest licensed merchandise catalogues, working with hundreds of music, entertainment and lifestyle brands while serving more than 10 million customers across Europe through its direct-to-consumer retail platform.
The sale of EMP Merchandise follows the 2024 announcement of Warner Music Group’s plan to reduce costs and, in the words of CEO Robert Kyncl, “double down on our core business” of music. The major’s decision to exit its owned and operated media properties has resulted in the subsequent sale of parts of the business, including Uproxx and Songkick.
In a statement, Whynow Group said the acquisition will strengthen its existing media, licensing and commerce businesses while “creating new opportunities for artists and right-holders to build stronger fan communities, deepen engagement and unlock new revenue streams”.
EMP now becomes part of Whynow's expanding platform, adding the merch operation’s rock and metal fan community, direct-to-consumer expertise and extensive licensing relationships into a business that already connects audiences through premium content and digital commerce.
“Together, the combined group will give artists, brands and rights-holders a single platform to create, commercialise and deepen relationships with fans,” added the statement.
By bringing EMP into Whynow, we are significantly expanding our platform, enabling artists and rights-holders to manage and grow their audience ecosystem through a single partner, spanning merchandising, e-commerce, licensing and media content
Fred Casimir
The confirmation of the acquisition follows the recruitment of former senior BMG executive Fred Casimir to Whynow earlier this year. Based in Berlin, Casimir works closely with artists and the Whynow team to develop new partnership and licensing opportunities across the business. He now has oversight of the EMP operation alongside CEO Tom Kuper.
Fred Casimir, president, Whynow Europe & managing Director EMP, said: “For 40 years, EMP has built one of the world's largest fan communities. By bringing EMP into Whynow, we are significantly expanding our platform, enabling artists and rights-holders to manage and grow their audience ecosystem through a single partner, spanning merchandising, e-commerce, licensing and media content."
Gabe Jagger, founder and CEO of Whynow, added: “Whynow was built around the idea that great content, commerce and community belong together. Bringing EMP into the group adds Europe's leading rock and metal fan ecosystem to that vision. Where many artists today work with four or five different partners, we're creating one integrated platform designed to help them build audiences, strengthen fan relationships and grow their businesses."
EMP was previously headed up by Dr Jan Fischer, who was appointed CEO by Warner Music Group in 2023, following a decade as CFO and COO. He stepped down 18 months ago and was succeeded by Tom Kuper.
Existing EMP Merchandise customers, partners and suppliers will continue to work with their current teams, while the businesses begin a phased integration designed to open up new opportunities for collaboration across the wider Whynow group.
PHOTO: (L-R) Fred Casimir, (president, Whynow Europe & managing director, EMP), Kati Lu Kühnberger (chief sales officer, EMP) and Tom Kuper (CEO, EMP)
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